Breaking Through the RFP Noise: Creative Strategies for Legal Business Development

Responding to Requests for Proposals (RFPs) can often feel like a mundane and administrative task, filled with standard responses and cookie-cutter submissions. In this episode of BD Corner, host Jason Broomfield, Senior Account Director at Nexl, sits down with Shannon Lombardo, Director of Business Development at Saul Ewing LLP, to explore how law firms can differentiate themselves in an increasingly competitive landscape.

Shannon shares insights from her 15+ years in legal marketing, discussing the evolution of RFPs, the importance of personalization, and how visual storytelling can create a lasting impact. From incorporating client branding to leveraging creative design elements, Shannon walks through real-world examples of how her firm has won major pitches, including a standout case involving a campus map-inspired infographic that transformed the way clients engage with legal services.

This conversation is packed with practical takeaways on how to craft compelling RFP responses, build trust with firm partners, and strategically qualify opportunities to maximize success. Whether you’re a solo marketer or part of a large BD team, this episode provides actionable strategies to make your RFP submissions stand out—and ultimately win more business.

Shannon Lombardo serves as Director of Business Development at Saul Ewing LLP.  In this role, Shannon drives strategy related to firm-wide business development initiatives, including prospective client efforts, lateral attorney integration, targeted and client growth strategy, and attorney coaching and training.